Here’s a quick answer: it depends.
Yes, we’re sorry–but it does. There isn’t a specific number of leads that we can promise you’ll gain per month through your website. If we’re being honest, website lead generation varies heavily on where your business is located, what industry it’s in, your website authority, how you’ve acquired your existing clients and whether your audience is researching your industry online. However, what we can tell you is how you should optimise your website for the most promising lead generation and conversion possible.
First up – let’s clarify:
Lead generation – getting new enquiries to you (in this case, via the website in terms of traffic to your site. So a site visit can be counted as a potential lead.
Lead conversion – converting the visitors to your website into actual leads – an enquiry through your contact form, downloading some contente, using your online chat.
No matter how good website lead generation is in general, it won’t work for your business if your website isn’t running effectively or your audience doesn’t search for your industry on Google.
On average, 53% of website traffic comes from organic search results. According to BrightEdge, over 40% of revenue is captured through organic search traffic. Therefore, if potential leads are searching for your industry online, 40% of your revenue could come from the help of your website, and those leads will be converted. As mentioned before, this varies greatly on several factors.
Let’s first identify WHY websites are incredibly effective lead generators.
Takeaway 1 –
On average, effective SEO on a webpage brings in a lot of leads. Don’t overlook it when you’re planning out your marketing.
We’ll go on to be real about what you can expect to get from a well-oiled site.
That webpage of yours, yes—the one that hasn’t seen a re-fresh since 2018, is your potential lead’s first impression of your business. It’s also a lead machine if you’ve got the right call-to-actions in place.
Let’s look at how the average ‘Marketer Joe’ is doing on his website lead generation. His page is optimised, clean, and consistently kept up to date.
The other online leads come from, mainly, paid ads, email marketing and social media. This is a big deal. It means that websites like Joe’s bring in quality leads, consistently.
Takeaway 2 –
Landing pages, landing pages, landing pages. Convert those leads to your high-quality site to see actual results.
What does a properly utilised webpage like Joe’s look like? Think quality content, blogs, CTAs, ads that don’t lie, testimonials, good graphics, clear and unfussy layout, and an easy-to-find contact button. If you’ve not got everything on that list, you might struggle to get any leads, let alone 14%+ of your total generation.
Keep this in mind: people do judge books by their covers.
It takes 50 milliseconds (0.05 of a second) for a person to form an opinion about your website.
That determines whether they stay on your site or not. Make sure they like it and stick around.
So, you’ve got to ask yourself this question: is my website actually doing all it can to provide my business with the most lead generations possible?
Here’s another telling statistic:
Think of your website as the physical heart connecting all of your leads and driving them toward one place. Email marketing, social media posts, videos, and advertisements are the veins that push and drive those leads to the heart (i.e., landing pages on your website). If you want to get the most out of your website, prioritise those landing pages.
Takeaway 3 –
Don’t underestimate the potential of website CTAs and contact information.
What’s a repeated and consistent reason that people search for a company’s website? It’s usually for the same thing: they’re looking for their problem to be solved.
Whether that’s knowing your location or your telephone number, websites connect people. For this reason, a website is appealing because it usually always offers a positive return on interest.
‘Because of your great website, people will know you exist and they’ll most likely have a little bit of a snoop while they’re trying to get your postcode. Who knows, maybe they’ll click on a call to action and get the ball rolling in your direction…’
Takeaway 4 –
Make your content clear and easy to understand. If you don’t, potential leads will look elsewhere.
On the topic of CTAs, does your business currently have a call to action on its homepage? We mean a ‘click here’ button that leads to a survey, newsletter, enquiry, or any other contact request. If your answer is ‘yes’, well done! If it’s a ‘no’, then you’re in the same, small sinking boat with 70% of small business websites that lack said call to action on their homepage.
It might be hard to believe, but visitors want to know what your website wants them to do. You’re right that they might not always do it, but they want the choice. They also want to know more about what makes your company special. Why should they buy from you? Why you, instead of the website that’s one marker above yours on Google?
For example, imagine that your kitchen sink has started leaking badly. You’re going to search, ‘plumbers near me’. If you click on the top website and you can’t find a CTA, a unique selling point or contact details quickly, you’re going to click off and go onto the next page. Humans want clear instruction; we’re fickle and impatient. Don’t lose leads because you haven’t got those three down.
Takeaway 5 –
Websites are excellent for nurturing your current leads as well as finding new ones.
Don’t underestimate the nurturing of current leads. Yes, websites are great for new lead generation, but they’re also excellent for finding out what your current customers need. Since 2017, the cost of acquiring new customers rose by more than 50%.
So, if your whole focus is new lead generation, you might be missing the leads that are already in your inbox and scrolling through your blog page. Lead ‘generation’ also consists of taking care of the ones that you already have.
Websites are a superb platform to do this, alongside social media pages. Think customer surveys, discount codes for signing up for newsletters, etc. By doing this, you’re solidifying those customer relationships, understanding your audience, and making those important sales.
Consider ways to engage the former through surveys and discounts. By adding a survey to your website, you’ll generate interest, excitement and valuable insights into what your audience is looking for, searching for and dealing with. The same goes for discounts. Everyone wants to feel like they’re getting a bargain, and a website is an excellent place to locate promotional offers. Remember, website lead generation is a way to introduce your audience to your brand. Make sure they like what they see and stick around.
Picture this: you don’t have a website. Nobody can find your business’s contact information easily, or your promotions, products, services, or news. Ultimately, you’re shooting yourself in the foot.
On average, local service businesses have a web conversion rate of 5%. That means, for every 100 people who visit your website, 5 will pass over their details.
Now, that’s if they do all that we discussed and prioritise their website optimisation. So, expect to see lead generation increase on your website if it is clean, slick, and easy to navigate.